I am the President of Cohesion Inc, a Marketing Management consulting company that helps clients to build strong brands and businesses.
Full disclosure. Ajay Sirsi and I are colleagues at the Schulich School of Business, York University, in Toronto, Canada, where I have been teaching the MBA Brand Management course since 2003.
In my opinion, this text makes an outstanding contribution to the literature and managerial discipline of Marketing Management. It is written in a concise and easy-to-read manner, and eschews much of the jargon which seems to populate so many other marketing texts available today.
Replete with up-to-date examples and many practical and useful conceptual frameworks and observations, it is a text that I highly recommend to both my clients and students. For the former, this text serves as a useful reference book with respect to more contemporary thinking in the marketing arena, while for the latter the text reinforces the marketing fundamentals that I would expect any student to have as a precursor to taking my course.
My only wish is that Ajay will continue to make these kinds of contributions to our profession during his journey in the years ahead.
